Starbucks

Running Head: STARBUCKS STRATEGIC PLAN

Starbucks Strategic Plan

Hilda Gonzalez

Aracely Hinojo

Claudia Cardenas

Julian Martinez

Daniel Barron

University of Phoenix

BUS/475

Week 4

June 29, 2010

Abstract

It is very important that an organization has a mission, vision, and values to obtain success. By creating a strategic plan an organization should be able to run at the right direction and gain a good outcome. In this paper Starbucks is defined and a mission and vision is created. The guiding principles and values for Starbucks are mentioned as well as how the vision, mission, and values guide the organizations strategic direction. How Starbucks addresses the customer’s needs and how it achieves competitive advantage is also mentioned in this paper.

Vision, Mission, and Values

The heritage of Starbucks is that it likes to share coffee with friends and help make the world a little better. The first Starbucks opened in 1971and has been successful ever since. Howard Schultz, CEO of Starbucks, was captivated with Italian coffee bars and the romance of the coffee experience and that is exactly what he wanted for his Starbucks customers. Howard Schultz wanted to bring back the Italian tradition to the United States and have his customers a place for conversation and a sense of community. Howard Schultz also wanted Starbucks to be a third place between work and home for his customers. Starbucks is a place where coffee is celebrated and the rich tradition is being kept (Starbucks, 2010).

Starbucks offers different products for customers in each location. Starbucks just started offering its customers Frapuccinos that can be created to his or her uniqueness and own taste. Starbucks also offers multi-regional blends to customers who do not have the luxury to travel and taste coffee elsewhere. The multi-regional blends will allow the customer to experience a totally different coffee in his or her own home. Gift cards and Starbucks gifts are also available...